Over two-thirds ( 70%) of participants surveyed by YouGov reported that cost drives their purchasing decisions.

The research asked participants to select which factors are most important to them when it comes to choosing a product or service. Cost was followed by quality, for 62% of participants, while social or ethical considerations factored for 5% of respondents.

YouGov surveyed 2,121 adults in Great Britain between 18-19^th September 2024.

Age was found to have little bearing on responses, with only one percentage point difference between the proportion of 18-24 year-olds ( 6%) having social or ethical consumerism in mind, compared with 5% for all other age groups studied – contradicting the perception that younger people care more about shopping ethically.

For those 5% of participants who cited social considerations, when asked to elaborate, the environment and climate change topped the list at 83% of respondents, followed by fair treatment of workers/suppliers ( 75%).

Also ranking lower in the list of priorities for people making purchase decisions were brand trust (‘a brand I trust’) at 15%, convenience ( 13%) and customer service ( 10%).